From Tradition To Modernity - Research On The Brand Construction Of "Colorful Arrow" In Jianzha County Of Qinghai

With a hit of cultural industries today, nurturing and developing the national cultural industry is of strategic significance in the long run, and establishing brand of products with nationai cultrual features is a inevitable choice to develop local ethic cultural industries. Jianzha territory in Qinghai Province where still retains the traditional Tibetan "Shen Jian" culture, featuring arrow as a series of spiritual and secular world of folk culture form. Nowadays, the trend of cultural industrialization trend is sweeping away many ethnic areas, the "Shen Jian" culture is also managed with brand by the government in Jianzha county and has become a very local characteristic brand entitled "Wu Cai Shen Jian". Today, the "Wu Cai Shen Jian " brand selects and absorbs part of the "Shen Jian" symbolic culture under the guidance of local governments, and it proposes the core values of development and harmony. It confirms that modernizatian of the traditional culture would not break the link between tradition and modernity.On the contrary, as long as developing protectively is based on respecting for tradition, traditional culture will have a new start development unprecedentedly and it will cater to audience with a higher stance. Innovation of this paper covers the following two aspects:on the one hand, it analyzes and discusses the Tibetan "Shen Jian " symbolic generation and symbolic signifcance expression chronologically; on the other hands regarding the local minority cultural brand as a cultural phenomenon, this paper analyzes the origins of the brand and the status of its development, and reveals the complex relationship between culture and tradition, and comes to a comprehensive understanding of brand of the same type.The thesis consists of four parts, namely introduction, "Shen Jian" culture, the mothods of the building of "Wu Cai Shen Jian " and conclusions.The part of Introduction is made up of four small portions including the purpose and significance of topics, research theories, research methods and academic concepts related to this thesis.The second part comprises Chapters Ⅰ and Ⅱ, respectively introducing the history and life of Tibetan people. in Jianzha,history in Jianzha areas; analysing the cultural function and significance of "Shen Jian" within the sacred and secular space around Tibetan people.And from a diachronic perspective, this part analyzes and discusses the symbolic significance of "Shen Jian"The third part covers Chapters Ⅲ and Ⅳ, mainly taking the "Wu Cai Shen Jian" brand as objects to explore, analyzing the ways and means which are used by the local government in the process of construing the brand and its achieved results. Meanwhile, this third part takes the "Wu Cai Shen Jian" brand as a cultural phenomenon, analyz the attitude and utilization of the local government and culture objects toward "Shen Jian"culture and "Wu Cai Shen Jian" brand in depth under construction of their brand. and explores the relationship between the brand and the traditional culture.The conclusion part mainly analyzes a series of Wu Cai Shen Jian" brand, and provides a more comprehensive understanding for local minority culture brand, summarizes and induces the basic characteristics of such brands.Simultaneously, this part proposes the basic path of s constructionuch of such brand’, as well as provides some ideas and methods to the national culture brand development strategy elsewhere.